Juanjo Garra in EADA
"Strategy, risk and decision making"
Marketing managers are appraised based on their ability to take decisions in an uncertain environment which unavoidably entail an element of risk. All these characteristics coincide in a high mountain expedition. On February 3rd at the conference-round table discussion given by Juanjo Garra, an adventurer on various expeditions “on the edge of the impossible” and with 9 climbs above 8000 metres to his names, those present discovered the common ground between the decisions and challenges of a marketing manager and those of a high risk sportsman.